social media and disruption decoding social media march 17 2015
TRANSCRIPT
Social media and disruption
Decoding Social Media
March 17 2015
Today’s class•Disruption in media, business and
activism•Guest speaker: Don Wright, Amnesty
International• Student presentations
What is disruption?•Disruption is a predictable pattern
across many industries in which fledgling companies use new technology to offer cheaper and inferior alternatives to products sold by established players.• New York Times Innovation Report
What is disruption?• And can’t we just
dismiss the BuzzFeeds of the world, with their listicles and cat videos?• New York Times
Innovation report
Sustaining innovation
Disrupting innovation
Innovation tipping point
Hallmarks of disruption• Introduced by an “outsider”• Less expensive than existing
products• Targeting underserved or new
markets• Initially inferior to existing
products• Advanced by an enabling
technologyNew York Times Innovation report
In pairs, come up with two examples of ideas from the innovation report
Disruption best practice• Launch efforts quickly, then iterate• Set goals and track progress• Reward experimentation• Kill off mediocre efforts• Plan for “version 2.0” and beyond• Make it easier to launch an experiment than to
block oneNew York Times Innovation report
Why social media?
•In groups, come up with two reasons why is social media is disruptive
The way we were
Diamond of influence
What are your experiences with disruption and innovation with your client?
Marshall McLuhan• ”When faced with a totally new
situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past. We look at the present through a rear-view mirror. We march backwards into the future.”
Break